Teaching the Choir to Sing

The Communicator’s Role
in Content Marketing
Carla Johnson
President, Type A Communications
@c...
ABOUT CARLA JOHNSON

@CarlaJohnson
WHAT IS
CONTENT
MARKETING?
WHAT IS CONTENT MARKETING?
Content marketing is a strategy focused on the
creation of a valuable experience. It is humans
...
Content marketing isn’t
new.
But today there’s more
emphasis on owning
media, rather than
renting it.

@CarlaJohnson
The difference between an
audience and a community
is which way the chairs
face.
Chris Brogan
Human Business Works

@Carla...
WHY CONTENT
MARKETING
MATTERS
School

@CarlaJohnson
Goldfish attention span = 9 seconds
Human attention span = 8 seconds
@CarlaJohnson
DEMAND FOR OUR ATTENTION
• 1977 – 560 messages a day
• 1997 – 3,000 messages a day
• 2013 – 13,000 messages a day

@CarlaJ...
BRAND
STORYTELLING
@CarlaJohnson
A Harvard Business
Review article describes
an experiment that
Walker conducted by
taking ordinary objects,
creating great...
BRAND STORYTELLING
• Articulates what the brand stands for
• Expresses in what the brand believes
• Gives employees purpos...
@CarlaJohnson
What about employees?
@CarlaJohnson
INTERNAL BRAND STORYTELLING
DRIVES
• A consistent story and customer experience
• Great employee engagement

• Better busi...
BRAND STORYTELLING SHARES A
UNIFIED IDEA ABOUT A BRAND

@CarlaJohnson
IMPACTS OF ENGAGEMENT
•

Disengagement leads to* –
₋
₋

•
•
•

Greater performance risk
Vulnerable to lower productivity, ...
BRAND STORYTELLING & SALES
• Misalignment between sales and marketing
causes the typical company to underperform
by 10-20%...
Basically, the overwhelming
majority of executive level
buyers tell us that how a vendor
engages with them differentiates
...
44%

High-performing sales people
are almost twice as likely to
be highly engaged as lowerperforming sales employees
(44% ...
BRAND STORYTELLING & HR
• HR as the “new” marketing department?
• Few companies extend their brand story to the
employees ...
@CarlaJohnson
BRAND STORYTELLING & ENGAGEMENT

2:1

Rate by which actively disengaged employees
continue to outnumber engaged employees....
GALLUP’S 2013
STATE OF THE GLOBAL WORKPLACE

@CarlaJohnson
EXAMPLES:
BRAND
STORYTELLING
@CarlaJohnson
@CarlaJohnson
EVOLVING CONTENT INTO
BRAND STORYTELLING

Meet
Demand

Be Found
Generate
Awareness
Trust

Context Aware

Creates
Demand
Di...
• Operated as a single company for 80 years
• January 2011 Motorola split into 2 companies
• Created an imperative to tell...
CREATING TANGIBLE EXPRESSIONS OF
CHANGE

@CarlaJohnson
CREATING TANGIBLE EXPRESSIONS OF
CHANGE

@CarlaJohnson
@CarlaJohnson
@CarlaJohnson
EMERSON BEGINS ATMarketing
STAGE GATE ZERO

DEFINE PAIN
SOLUTION VISION
SOLUTION VALUE

MARKET
RESEARCH

IDEA
GENERATION

...
EMERSON’S
HUMAN-CENTERED DESIGN

@CarlaJohnson
@CarlaJohnson
DRIVING
BRAND
STORYTELLING
@CarlaJohnson
@CarlaJohnson
BRINGING YOUR STORY TO LIFE
• Communicate the “why” of your brand story
• Bring your story to people; don’t expect them
to...
FRAMEWORK TO TEACH THE
CHOIR TO SING

Source: Robert Rose, Chief Strategist, Content Marketing Institute

@CarlaJohnson
FRAMEWORK TO TEACH THE
CHOIR TO SING

Source: Robert Rose, Chief Strategist, Content Marketing Institute

@CarlaJohnson
People will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.
- ...
Carla Johnson, Principal
Type A Communications
(720) 344-0987
carla@goTypeA.com
www.goTypeA.com

Type A Communications
@ca...
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Teaching the Choir to Sing: The Communicator's Role in Content Marketing

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The marketing and communication profession is abuzz with “content marketing.” While the label is new, the practice isn’t. What is new is the breadth and depth with which it is becoming engrained within organizations and how communicators need to be willing to take a leadership role in brand storytelling, one of the foundational elements of content marketing.

One of the biggest challenges that communicators face is the ability to tell a consistent story. It’s hard enough to get everyone in a siloed communications department on the same page, much else everyone else in the organization. But not teaching employees how to tell your brand story can have significant financial impacts to a company. An inconsistent story can create a disjointed customer experience. Not knowing the story can result in disengaged employees. And an engaged audience telling a consistent story means better financial returns and a richer customer experience.

This presentation explains:
• What content marketing is and why communicators need to pay particular attention
• The importance of brand storytelling across your organization
• The impact that untrained employees can have on customer satisfaction and overall performance
• A framework to establish an internal process to create effective brand storytelling

Published in: Marketing

Teaching the Choir to Sing: The Communicator's Role in Content Marketing

  1. 1. Teaching the Choir to Sing The Communicator’s Role in Content Marketing Carla Johnson President, Type A Communications @carlajohnson @CarlaJohnson
  2. 2. ABOUT CARLA JOHNSON @CarlaJohnson
  3. 3. WHAT IS CONTENT MARKETING?
  4. 4. WHAT IS CONTENT MARKETING? Content marketing is a strategy focused on the creation of a valuable experience. It is humans being helpful to each other, sharing valuable pieces of content that enrich the community and position the business as a leader in the field. It is content that is engaging, eminently shareable, and, most of all, focused on helping customers discover (on their own) that your product or service is the one that will scratch their itch. - Managing Content Marketing @CarlaJohnson @CarlaJohnson
  5. 5. Content marketing isn’t new. But today there’s more emphasis on owning media, rather than renting it. @CarlaJohnson
  6. 6. The difference between an audience and a community is which way the chairs face. Chris Brogan Human Business Works @CarlaJohnson
  7. 7. WHY CONTENT MARKETING MATTERS
  8. 8. School @CarlaJohnson
  9. 9. Goldfish attention span = 9 seconds Human attention span = 8 seconds @CarlaJohnson
  10. 10. DEMAND FOR OUR ATTENTION • 1977 – 560 messages a day • 1997 – 3,000 messages a day • 2013 – 13,000 messages a day @CarlaJohnson
  11. 11. BRAND STORYTELLING
  12. 12. @CarlaJohnson
  13. 13. A Harvard Business Review article describes an experiment that Walker conducted by taking ordinary objects, creating great stories about them, and then selling them on eBay. The items sold, on average, for 2700% more than he paid for them. Rob Walker, Columnist, New York Times Author Buying In: The Secret Dialogue Between What We Buy and Who We Are Read the article at: http://bit.ly/MwQnX4 @CarlaJohnson
  14. 14. BRAND STORYTELLING • Articulates what the brand stands for • Expresses in what the brand believes • Gives employees purpose • Emotionally connects with customers • Puts audiences in the role of the hero • Serves as the “North Star" @CarlaJohnson
  15. 15. @CarlaJohnson
  16. 16. What about employees? @CarlaJohnson
  17. 17. INTERNAL BRAND STORYTELLING DRIVES • A consistent story and customer experience • Great employee engagement • Better business results • Creates “insurance” for all external spend @CarlaJohnson
  18. 18. BRAND STORYTELLING SHARES A UNIFIED IDEA ABOUT A BRAND @CarlaJohnson
  19. 19. IMPACTS OF ENGAGEMENT • Disengagement leads to* – ₋ ₋ • • • Greater performance risk Vulnerable to lower productivity, higher inefficiency, weaker customer service, and greater rates of absenteeism and turnover Companies with sustainably engaged employees had operating margins 3xs those of disengaged workers* Companies with high levels of engagement experienced 147% higher EPS** Active disengagement costs US companies $400-500B per year** *Towers Watson 2012 Global Workforce Study; **Gallup 2013 State of the Global Workforce @CarlaJohnson
  20. 20. BRAND STORYTELLING & SALES • Misalignment between sales and marketing causes the typical company to underperform by 10-20% in annual revenue. (IDC) • Best-in-class organization that integrate sales and marketing outperform those that don’t by as much as 24% in average revenue growth. (Sirius Decisions) @CarlaJohnson
  21. 21. Basically, the overwhelming majority of executive level buyers tell us that how a vendor engages with them differentiates them a lot more than what their products and services are or do. Scott Santucci Forrester Analyst @CarlaJohnson
  22. 22. 44% High-performing sales people are almost twice as likely to be highly engaged as lowerperforming sales employees (44% vs 24%) @CarlaJohnson
  23. 23. BRAND STORYTELLING & HR • HR as the “new” marketing department? • Few companies extend their brand story to the employees they hope to recruit • In order to have the right people tell the right story, you have to employ the right people • HR includes recruitment, hiring, compensation, recognition, development, benefits, etc. @CarlaJohnson
  24. 24. @CarlaJohnson
  25. 25. BRAND STORYTELLING & ENGAGEMENT 2:1 Rate by which actively disengaged employees continue to outnumber engaged employees. Source: Gallup: 2013 State of the Global Workforce @CarlaJohnson
  26. 26. GALLUP’S 2013 STATE OF THE GLOBAL WORKPLACE @CarlaJohnson
  27. 27. EXAMPLES: BRAND STORYTELLING @CarlaJohnson @CarlaJohnson
  28. 28. EVOLVING CONTENT INTO BRAND STORYTELLING Meet Demand Be Found Generate Awareness Trust Context Aware Creates Demand Differentiates Creates Trust The Efficient Funnel Thought Leadership Creates Evangelists Storytelling Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson
  29. 29. • Operated as a single company for 80 years • January 2011 Motorola split into 2 companies • Created an imperative to tell a clear, compelling story • Provided an opportunity to teach employees about the contributions and impact they make • Foster a new sense of pride and enhanced employee engagement @CarlaJohnson
  30. 30. CREATING TANGIBLE EXPRESSIONS OF CHANGE @CarlaJohnson
  31. 31. CREATING TANGIBLE EXPRESSIONS OF CHANGE @CarlaJohnson
  32. 32. @CarlaJohnson
  33. 33. @CarlaJohnson
  34. 34. EMERSON BEGINS ATMarketing STAGE GATE ZERO DEFINE PAIN SOLUTION VISION SOLUTION VALUE MARKET RESEARCH IDEA GENERATION CONCEPT FEASIBILITY CONCEPT DESIGN & DEVELOPMENT & DEVELOPMENT PROJECT PLANNING RAMP UP LAUNCH & PRODUCTION START-UP PRODUCTION @CarlaJohnson
  35. 35. EMERSON’S HUMAN-CENTERED DESIGN @CarlaJohnson
  36. 36. @CarlaJohnson
  37. 37. DRIVING BRAND STORYTELLING @CarlaJohnson @CarlaJohnson
  38. 38. BRINGING YOUR STORY TO LIFE • Communicate the “why” of your brand story • Bring your story to people; don’t expect them to come to you • Build and sustain excitement • Be fun and human @CarlaJohnson
  39. 39. FRAMEWORK TO TEACH THE CHOIR TO SING Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson
  40. 40. FRAMEWORK TO TEACH THE CHOIR TO SING Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson
  41. 41. People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou @CarlaJohnson
  42. 42. Carla Johnson, Principal Type A Communications (720) 344-0987 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson Carla Johnson @CarlaJohnson

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